Hakuhodo Institute of Life and Living ASEAN holds ASEAN Sei-katsu-sha Forum 2017 ASEAN MILLENNIALS: One Size Fits All? A Generation Gap in ASEAN unveiled A comparative study of 1,800 young people born in the 1980s and 1990s in 7 ASEAN countries




Tokyo—February 21, 2017—Hakuhodo Institute of Life and Living ASEAN (“HILL ASEAN”), a think tank established in Thailand in March 2014 by Japan’s second largest advertising company, Hakuhodo Inc. (Minato-ku, Tokyo; Hirokazu Toda, President & CEO), today in Bangkok announced findings from its latest research into ASEAN sei-katsu-sha. Entitled “ASEAN MILLENNIALS: One Size Fits All? A Generation Gap in ASEAN,” the presentation, HILL ASEAN’s third, unveiled differences in attitudes to life and work, interactions with digital technology, and more between the Millennial generations.

The presentation was a great success, with over 300 marketing staffers and managers from ASEAN, Thai and Japanese companies, Thai media people, and others gathering for the occasion. Millennials, or those born in the 1980s and 1990s, have captured the attention of the marketing industry the world over. With their fresh values and high degree of fluency in digital technology, Millennials are very different from previous generations and notoriously difficult to reach with traditional marketing approaches.

Millennials are especially prominent in ASEAN countries, whose populations have a high percentage of young people. However, given the dramatic social and economic shifts that have taken place in these countries in recent years, it is difficult to define such a broad age group as a single entity. Instead, for this study HILL ASEAN divided the generation up into those born in the 1980s and those born in the 1990s. Analysis of research into the attitudes of each group revealed gaps between them in the way they live and work, their use of digital technology, their shopping behavior and more. 

About Hakuhodo Institute of Life and Living ASEAN Established in 2014, Hakuhodo Institute of Life and Living ASEAN is the Hakuhodo Group’s sei-katsu-sha think tank in the ASEAN region. Leveraging sei-katsu-sha research know-how accumulated in the thirty-plus years since launching the Hakuhodo Institute of Life and Living in Japan in 1981, the Institute supports companies’ marketing activities in the ASEAN region, while developing local insights and making proposals on future ways of living in the region.

About Hakuhodo Inc.
Founded in 1895, Hakuhodo Inc. is an integrated advertising and communication agency headquartered in Japan. It is the core agency of Hakuhodo DY Group, the world’s seventh largest agency company according to Advertising Age’s “Agency Report 2016.” Hakuhodo has offices in 17 countries and regions, and over 3,000 employees working in Japan and over 2,500 overseas. Hakuhodo is strengthening its structure in emerging countries, particularly those in Asia, as it prepares to further expand its business across the region.

Sei-katsu-sha insight is the foundation for Hakuhodo’s thinking, planning, and brand building. It reminds us that consumers are more than shoppers performing an economic function. They have heartbeats. They are individuals with distinct lifestyles. Hakuhodo introduced this term in the 1980s to emphasize its commitment to a comprehensive, 360-degree perspective on consumers’ lives.

Renowned for its creativity, Hakuhodo has twice won the Grand Prix at Cannes Lions International Festival of Creativity, and was the only agency headquartered in Asia to be awarded a Special Lion commemorating Cannes Lions’ 50th anniversary in 2003.

To learn more, visit: www.hakuhodo.jp
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